New Client - Agency Survey Delivers Interesting Results

The top-line results of a survey of 130 Australian marketers by Decideware partner Colin Wilson-Brown (principal of The Clinic) published in AdNews 1 July 2011 has revealed that "most clients actually do like their agency and they like the people", although there are issues around clients' desire for more inspiring ideas, among others.

The six things agencies do best, according to clients, were found to be:

Collaborative partnerships with client 4.2

Great team on my business 4.1

Listen and respect oour point of view 4.1

Responsiveness 4.1

Know when to fight for their convictions 4.0

Efficient accoount management 4.0

The six issues of greatest dissatisfaction, were:

1. Manage our money well

2. Bring us growth ideas and initiatives

3. Analyse campaign effectiveness

4. Competitive  costs

5. creatiive on brief

6. Fresh and inspiring creatiive ideas

Wilson-Brown concluded "It's not all bad for agencies in The Clinic's findings. The highest overall satisfaction scores are around agencies' breadth of skills and integration of resources. We continually hear agencies can't do that (integration) ... but that's not the sense from clients. They believe agencies have changed to meet their needs. Most clients actually do like their agency and they like the people."